B.F SKINNER

• Operant conditioning
• schedule of reward
• “the fiction of free will”
• You think you’re doing one thing but you’re not
• we’re socially conditioned

PROPAGANDA VS PERSUASION

• PROPAGANDA
• expression of opinions and actions carried out deliberately to influence opinions and actions of others ending in psychological manipulation
• overtly political and manipulative
• PERSUASION
• often appears invisible at first glance
• concealed strategy manipulation
• direct

ZUBOFF

• (BOOK) the age of surveillance capitalism , the fight for a human future at the new frontier of power
• “technology has begun to develop new methods of behaviour control capable of altering an individuals actions, personality and way of thinking”

CAMBRIDGE ANALYTICA

• Alexander Nix
• “the right message, to the right person, at the right moment”

LASSWELL

• Propaganda Technique in the World War
• believed all goverments ‘manipulated the mass media in order to justify its actions’ in World War 1
• 1948 – linear model of communication
• SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER
• hypodermic model

• ‘keep building your business‘ – right wing (authoritarian, statement), focus on own success not treatment of employees
• who – Daily Mail
• what – advert for building your business
• channel – newspaper
• to whom – Daily Mail readers with own business (entrepreneurs)
• what effect – you now know where to go to help grow your business

TRANSMISSION MODEL OF COMMUNICATION

• lasswell’s model was later adapted by Shannon and Weaver in 1949, as the Transmission model of Communication
• including noise, error, encoding and feedback
• suggestion that sending and receiving a message is clear-cut, predictable, reliable or dependent on certain factors

TWO STEP FLOW COMMUNICATION

• Paul Lazarfeld (sociologist)
• more likely to be influenced by other people than the media
• media messages aren’t directly injected
• filtered through opinion leaders who interpret messages then relay them back to the bigger audience eg journalists
• Martin Moore
• ‘people’s political views are not, as contemporaries thought, much changed by what they read or heard in the media. Voters were far more influenced by their friends, their families and their colleagues’
• key individuals in society influence the communication process making it subject to bias, interpretation, rejection, amplification, support and change.

USES AND GRATIFICATIONS

1. information / education
2. empathy and identity
3. social interaction
4. entertainment
5. escapism

• linked to maslow’s hierarchy of needs
•  ‘only through constant self-improvement and self-understanding can an individual ever be truly happy‘.

GERBNER

• ‘television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources‘
• cultivation theory
• seeing something repeatedly makes you remember / believe it

STUART HALL

• theory of preferred reading / reception theory
• active in the making (or rejecting) of meaning through mass communication
• dominant, (accepts)
• negotiated, (Accepts and denies)
• oppositional (denies)

CLAY SHIRKY

• the end of audience
• radical
• there is no audience only a group of individuals